This Traditional Marketing Method Will Turbocharge Your Exposure
When I was 16 I interned at a local newspaper.
One of my weekly tasks was to proofread articles written by our staff reporters and press releases submitted by local business owners.
While I didn’t end up going into journalism, learning about press releases proved invaluable when I started my business.
(Yes, people still read newspapers.)
If your business is locally based, I’ve found press releases to be one of the most effective ways to promote yourself, yet it’s one of the most overlooked marketing channels.
What’s a press release?
A press release is a news article written and distributed by businesses, non-profits, government agencies, and other organizations to local news outlets.
They read like an article written by a staff reporter, but instead of being written by a reporter, they are written by the submitting organization, a PR agency, or a freelancer.
Press releases are typically free to place as long as they follow “news-related” guidelines.
Wouldn’t it be easier to have a reporter write a feature?
Having a reporter write a feature saves your business time and resources, and the article will likely be printed closer to the front page.
(Working with a staff writer is likely the only way to be featured in magazines and industry publications.)
However, newspapers tend to be understaffed, so a reporter may not be available for every feature you want to print.
Furthermore, you won’t see the article until it’s published, meaning you don’t have the option to approve it.
I know many business owners who have had a reporter write an article on their business and ended up unhappy with the way it was worded or how they were represented.
If you write your own press release or hire someone to do it for you, you control the narrative. You can adjust your quotes and refine the release to your liking before it’s published.
When should I submit a press release?
Anything you write about must be news-related. Newspapers are strict on this because there is a fine line between a press release and an ad. (Newspapers prefer ads.)
Topics you can submit a press release for:
Starting a business
Relocation/additional location
Awards and recognitions
Events
Upcoming events are a gray area. Some newspapers won’t publish them, others allow publication with an ad placement, and some will publish them regardless.
How do I write a press release?
To increase the likelihood of having your release published, be sure to follow Associated Press (AP) style and formatting, which is outlined in this “How To Write a Press Release” guide.
Tips
Read press releases and news articles to become familiar with the format.
Remember to answer “who, what, when, where, why” within the first paragraph or two.
Include quotes! Remember, a press release is supposed to mimic an article, so be sure to write some quotes as if you were being interviewed.
Try to include a photo. It will draw attention to your release, and press releases with photos tend to be printed closer to the front page.
How do I submit a press release?
Research your local news outlets.
Larger newspapers have multiple editors, so seek one that focuses on business, community, or something industry-specific (like food, if you own a restaurant). You’ll submit the press release to their email address.
Most smaller news outlets have a general email for press releases. (Some larger outlets may also go this route.)
I’ve also seen web pages with a contact form where you can submit your release.
Be sure to determine the deadline for each news outlet, especially if it’s a weekly or a special edition (i.e. Sunday Edition).
Also, don’t overlook television news! They may require a different format for submission, so do your research.
Template Email
When submitting your press release, it’s important to be clear about what you are doing. Below is the template I use when emailing press releases.
Subject: In the subject line, include your business name and “press release.” So for me it would be “Miss MegaBug press release.”
Body: To Whom It May Concern:
Please include the attached release in an upcoming edition [or specific edition] of [NEWS OUTLET].
Thank you!
YOUR OFFICIAL BUSINESS SIGNATURE WITH CONTACT INFO
While you may not submit press releases often, keep them in mind when you have something news-related to promote.
One press release skyrocketed the growth of my new business while another led to additional registrations for a class I taught.
If you enjoyed this post, you can buy me a coffee or connect with me here. Thank you! =)
Hey there! I’m Meg:
LOVER OF CATS, ROLLER SKATING, AND VW BUGS
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